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The Facebook Users Perspective Chayanapat Prom-Aksorn Au i Significance of Hotel Facebook Page as Hotel Marketing Communication: The Facebook Users Perspective Chayanapat Prom-aksorn A thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration in Hospitality and Tourism Management (International Program) Prince of Songkla University 2017 Copyright of Prince of Songkla University Thesis Title Significance of Hotel Facebook Page as Hotel Marketing Communication: The Facebook Users Perspective Author Miss Chayanapat Prom-aksorn ii Major program Hospitality and Tourism Management (International program) Major Advisor: Examining committee …………………………………………..…………… ………………….………………………… (Assoc. Prof. Dr. Prateep Wetprasit) (…………………………) ………………………………………………. (…………………………) ……………………………….…………....... (Assoc. Prof. Dr. Prateep Wetprasit) The Graduate School, Prince of Songkhla University, has approved this thesis as partial fulfillment of requirements for the Master of Business Administration Degree in Hospitality and Tourism Management (International Program) …….……………………………..……………… (Assoc. Prof. Dr. Teerapol Srichan) Dean of Graduate School This is to certify that the work here submitted is the result of the candidate’s own investigations. Due acknowledgement has been made of any assistance received. ________________________ Signature (Assoc. Prof. Dr. Prateep Wetprasit) Major Advisor iii ________________________ Signature (Miss Chayanapat Prom-aksorn) Candidate I hereby certify that this work has not been accepted in substance for any other degree, and is not being currently submitted in candidature for any degree. ________________________ Signature (Miss Chayanapat Prom-aksorn) Candidate v ชื่อวิทยานิพนธ ความจําเป นของเฟซบุคเพจของโรงแรมในฐานะชองทางการสื่อสารถึงลูกค%า ในมุมมองของกลุมประชากรผู%ใช%เฟซบุค ผูเขียน นางสาวชญานภัส พรหมอักษร สาขาวิชา การจัดการการบริการและการทองเที่ยว (หลักสูตรนานาชาติ) ปการศึกษา 2559 บทคัดย!อ ในป7จจุบันนี้ เฟซบุค ถือเป นสังคมออนไลน:ที่เติบโตอยางรวดเร็ว และได%รับความ นิยมในการใช%งานกันอยางแพรหลายทั่วโลก แม%แตในหนวยงานธุรกิจตางๆ ก็ยังมีการใช% เฟซบุค เป น ชองทางในการสื่อสารกับลูกค%า และมีแนวโน%มในการได%รับการตอบรับในทิศทางที่ดี การศึกษานี้จึงมี วัตถุประสงค:ในการสํารวจความสําคัญของ เฟซบุคเพจ ของโรงแรม ในมุมมองของผู%ใช% เฟซบุค จาก หลายๆประเทศทั่วโลก การศึกษานี้ มีการมุงเน%นในการศึกษาถึงความสําคัญของ เฟซบุคเพจ ของ โรงแรมตางๆ ที่จะมีสวนชวยในกระบวนการค%นหาข%อมูลและ การตัดสินใจจองการเข%าพักกับโรงแรม นั้นๆ ของประชากรที่ใช%เฟซบุค และยังมุงเน%นที่จะสํารวจมุมมองและความต%องการของประชากรผู%ใช% เฟซบุค วาต%องการข%อมูลสวนใดบ%างจากเฟซบุคเพจของโรงแรมตางๆ เครื่องมือในการสํารวจความคิดเห็นของประชากรผู%ใช%เฟซบุคสําหรับการศึกษานี้คือ แบบสอบถามแบบออนไลน: และแบบสอบถามแบบกระดาษ เพื่อให%มีการเข%าถึงกลุมประชากร เป?าหมายได%อยางกว%างขวางและทั่วถึง และไมจํากัดอยูแตในเฉพาะพื้นที่ใดพื้นที่หนึ่ง เนื่องจาก การศึกษามุงเน%นที่จะได%รับความเห็นโดยรวมจากกลุมประชากรที่หลากหลายจากหลายประเทศทั่ว โลก ในการเข%าไปศึกษาหาข%อมูลจากเฟซบุคเพจของโรงแรม ซึ่งโรงแรมตางๆใช%เป นชองทางในการ ประชาสัมพันธ:กับลูกค%า จากการศึกษาพบวา มากกวาร%อยละ 80 ของกลุมประชากรที่ตอบ แบบสอบถาม ตางมีความเห็นสอดคล%องไปในทิศทางเดียวกันวา เฟซบุคเพจของโรงแรมนั้นมีความ จําเป นที่จะต%องมีไว%เพื่อเป นชองทางให%ลูกค%าเข%าถึงข%อมูลของโรงแรมนั้นๆอีกชองทางหนึ่ง หากแต ความพึงพอใจตอข%อมูลที่แสดงในหน%าเฟซบุคเพจของโรงแรมตางๆนั้น ถือวาอยูในเกณฑ:ที่ต่ํา เมื่อ เปรียบเทียบกับความคาดหวังของข%อมูลที่กลุมประชากรผู%ใช%เฟซบุคคาดหวังวาจะได%รับ จากการศึกษาสามารถบงชี้ให%เห็นวา ถึงแม%กลุมประชากรผู%ใช%เฟซบุคสวนใหญตางมี ความเห็นไปในทิศทางเดียวกันวา เฟซบุคเพจของโรงแรมตางๆนั้น มีความจําเป นที่จะต%องมี แต ประสิทธิภาพของข%อมูลขาวสารที่สื่อประชาสัมพันธ:ผานทางชองทางนี้ยังมีประสิทธิภาพในระดับต่ํา และยังไมตรงตามความต%องการของกลุมประชากรผู%ใช%เฟซบุคสวนใหญ คําสําคัญ : เฟชบุค เพจ โรงแรม การสื่อสาร Thesis Title SiGnificance of Hotel Facebook PaGe as Hotel MarketinG Communication: The Facebook Users Perspective Author Miss Chayanapat Prom-aksorn Major Program Hospitality and Tourism ManaGement (International ProGram) vi Academic Year 2016 ABSTRACT Facebook is the fastest GrowinG social media. And it is also beinG the broad usinG social media by people around the world. Many business sectors had been usinG this communication channels and Gain positive feedback in their business. This study therefore seeks to investiGate the Facebook user’s perspective toward the siGnificance of hotel Facebook. The study aims to determine the important of Hotel Facebook PaGe on hotel selection process of the Facebook users and also to identify what Facebook users’ needs in participated in Hotel Facebook PaGe. The instruments for this study are questionnaires survey and online questionnaires survey to reach as various demoGraphic and GeoGraphic areas as possible. The study is not limited to any reGion or area of Facebook use as it aims to identify the common opinion of the Facebook user around the world toward the effectiveness of hoteliers in usinG Facebook PaGe as their marketinG communication channel. The findinG shown that more than 80% of the respondents aGreed that it is necessary for the hotel to have their Facebook paGe whereas the satisfaction toward hotel Facebook PaGe beinG display is quite low compare to their expectation. The findinG can indicate that even thouGh the Facebook users see that it is siGnificance for the hotel to have their Facebook PaGe but the current effectiveness is not yet meet the Facebook user’s expectation. Keyword : Facebook, PaGe, Hotel, Commutations ACKNOWLEDGEMENTS The completion of the study on “SiGnificance of Hotel Facebook PaGe as Hotel MarketinG Communication: The Facebook Users Perspective” is a real challenGe to me to achieve the Master of Business Administration at Prince of SonGkla University, Phuket Campus. I have Gained a lot of knowledGe from the course and enjoyed my role as Chairperson for the class in academic year 2012. I also enjoyed my time spent with my International and Thai friends in all activities we had toGether. The real support and warm welcome friendship. I am very proud of havinG been a student of Prince of SonGkla University, especially at Phuket Campus. As it is a vii place where it has well portrayed my professional achievement and proved that I can do it. By havinG accomplished this task of particular research study, I can never thank enouGh to many of whom supported me. Thank you to my Stationary’s Family, Whean (Ms Kotchakorn Chanakiat) and Andy (Mr. Andreas Bosslar). Without real sincerity and Great support from you both, I can never achieve this far. I would like to also show my appreciation to Ms Wanthida Kamlai, the MBA proGram coordinator for her kind and prompt assistant. My deepest Gratitude to Dr. Prateep Wetprasit, my main advisor for his kindness and been really helpful and never Got bore to push me up, follow up, GivinG an effective instruction from the start to the end in improvinG the quality of my work. I extend my sincere thanks to all Facebook users who beinG kind and Generous to respond to this research study. Finally, special thanks to my parent, my family, friends, and especially to Mr. Sarawuth Parnthon, whose affection and moral support encouraGe me to reach the Goal, without them nothinG would have been possible and beautiful. Chayanapat Prom-aksorn viii CONTENTS Page หนาอนุมัติ……………………………………………………………….................................................... ii บทคัดยอภาษาไทย …………………….............................…………….………………………………….. v Abstract ………………………………………..........................................................…………………. vi Acknowledgements ……………………….........................…………………………………………… vii Contents ………………………………………................................……………………………………….. viii Lists of Tables ………………………………….....................................................………………… xI List of figures …………………….............................……………………………………………………… xii Chapter 1. INTRODUCTION ……………………..................................................................………… 1 1.1 Objective of the Study……………………...............................................………… 3 1.2 Significant of the Study……………………..............................................………… 3 1.3 Scope of the Study…………………….....................................................………… 3 1.3.1 Scope of the Study Area …………………………..............................………… 3 1.3.2 Scope of Time…………………….......................................................………… 4 1.3.3 Scope of Demographics……………………......................................………… 4 1.3.4 Scope of Geographic……………………...........................................………… 4 1.4 Research Flow Chart……………………...................................................………… 5 1.5 Conceptual Frame Work……………………............................................………… 6 1.6 Definition of the Key Terms……………………......................................………… 6 2. LITERARURE REVIEWS ……………………......................................................………… 8 2.1 Facebook……………………...............................………………..……...............………… 8 2.1.1 Facebook Background……………………...........................................………… 8 2.1.2 Facebook Features……………………...............................................………… 9 2.2 Facebook in Tourism and Hotel Business…………………..…………............… 21 2.3 Integrated Marketing Communication………………………………….….............. 24 2.4 Online Marketing (E-Marketing) ……………………................................………… 32 2.5 Word of Mouth Communication (WOM) ...............……………………………… 33 2.6 Social Media…………………….............................………………………………………..… 36 CONTENTS Page 2.7 Social Network Site (SNS) ……………………............................................…………
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